What is eye-tracking?
It is about neuromarketing most concretely the method of Eye-Tracking, an example of it could be Toyota showroom. Eye-tracking is used to study where users are directing their central vision, by means of eye rotation.
They use special high-speed cameras to measure and extract data from all eye movements, this is usually done with glasses unobtrusively recorded what the consumers paid attention to, for how long they focused on, and what they ignored. Through eye-tracking, we can determine the user’s eye paths and the hot spots, which is the area where the customer pays more attention than others.
In the video of Toyota, they call their it as “car brands only have a 20-second window to influence a consumer's opinion, and, within that window, not everything from the showroom is going to have an effect.''
Before eye-tracking there were showrooms that can have a huge impact on the consumer buying experience, it is also an integral part of convincing drivers to buy the car. Toyota develops an Eye-tracking system in order to improve its showroom.
In conclusion, 70% of consumer attention is focused on the inside of the vehicle. Finally, digital screens and interactive displays have a significant level of engagement.
Comments